Celebrity endorsed brands: the Indian perspective

Abstract

The project is about studying the effect of celebrity endorsements at the different stages of the advertising response model, which are cognitive, affective and behavioral stages. The study started with choosing the advertisement, which can be used to test the effect of celebrity endorsement. The study is done on a sample of 98 consumers, who are initially profiled into two groups based on their responses to the list of values. The tests are then conducted separately on these two sets of consumers. These two sets are again subdivided into two subsets, and are subjected to separate treatments; one subgroup is subjected ton on celebrity endorsement, and the other one to the celebrity endorsement. The analysis is done on the different variables like liking, credibility and purchase intention at the different stages of the response model. The study then reveals the effect of the non celebrity and celebrity endorsements on these variables at the different stages of the advertising response model. The quantitative research is done to study the effects of the non celebrity and celebrity endorsements and the results are shown explaining the difference in effects. These effects are again related to the clusters on which tests are conducted, and thus the effect of these advertisements is mapped to the inherent values of the consumers